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The ad, directed by award winning Frenchman Michel Gondry, was filmed in West London and took 11 months from storyboard to screen.

Mr Gondry said: “When I told my ex-girlfriend I was doing the next John Lewis Christmas film, she said: ‘You have big shoes to fill, this John Lewis commercial must make people cry, don’t forget.'

"Last week, I showed it to her - and she cried. Phew.”

Moz the Monster (Image: John Lewis/PA Wire)

Identical twins, named only as seven-year-olds Ethan and Tobias, share the role of Joe in the ad while woolly Sesame Street-style monster Moz has two actors sealed into a hairy outfit to create his size, instead of using a CGI version.